ASSIGNMENT

SCENARIO – Launching a new ICE CREAM & its promotional campaign.

You are working as Marketing Manager at Farm Fresh Dairies Ltd; which is a Dairy products
based company based in Punjab having their own farms. Farm Fresh Dairies are planning to
launch their own brand of an Ice Cream that is purely milk based since they have got their own
farms. . Their strategic plan is to make an initial entry in the Punjab market and once that has
stabilized they will be launching their Ice Cream in Karachi/Sindh market. Initially their product
will be launched in 4 basic flavors (Mango, Vanilla, Strawberry & Chocolate) with other variants
to follow soon. They will be pursuing Parity Pricing strategy in the initial phase. Since they hold
their own supply line of raw material the management is optimistic they will be able to capture a
fair market share. Being Marketing Manager you are given the daunting task to launch and
promote the new brand in the market.

Questions from the scenario

a- After reading the above scenario what in tour opinion should be the unique selling
point (USP) OF Farm Fresh Ice-cream?
a. What type of consumer appeal would you create in your ad campaign and why?
Keeping in mind the consumer appeal write down the basic idea of a TY commercial.
b. Suggest a Brand name for the new brand and create a tag line with SMP (Single Minded
Proposition).
c. Write down a Substantiation statement for your brand